Let's get fundamental for a minute. When it comes to brand messaging, most of what we find is comprised of two core elements: practical values and emotional values. Practical values, of course, speak to the rational corners of our brains, shining a light on the facts and features that a brand (or product, or program, or whatever) provides. And emotional values tap into the more squishy stuff, allowing us to feel a connection to a brand by focusing on the less-tangible but hugely important benefits being offered. When brand messaging and storytelling is at its best, it uses these two elements to compel audiences to stop scrolling and take action — to read, watch, click, purchase, or subscribe.
 

Examples of this aren't too hard to find. Take apparel brand Patagonia, for example, whose homepage prioritizes emotional storytelling over the functional benefits of their gear — from the vibey, abstract illustration in their hero image to the simple, definitive description of their Patagonia Kids line. (The first word on their website is "Feel," which probably tells us something.) Patagonia eventually does reveal the practical values of their products, but those are saved for secondary product pages. This is a lesson that can be carried into other corners of brand communications, too, including CSR marketing and values-driven campaigns, where it can be easy to lead with data and hope that action will follow. After all, big numbers on an accessibility or diversity, equity, and inclusion report can be extremely impactful. But without the emotional hook, we're missing an opportunity to inspire stakeholders to act on them.
 

To this point: At next week's Outdoor Retailer conference in Denver, Artemis Ward Senior Vice President of Strategy & Growth Lindsey Goebel and Vice President of Strategy Julia Korns will be joined by SRAM's Director of Global Sales Strategy Dragana Pajovic for a panel on the ways brands can combine emotional and practical elements to tell their stories, whether they're selling backpacks or celebrating their sustainability goals. Planning on attending OR? Swing by the panel or shoot us a note so we can talk shop in person.